Megan, Carson, & I attended the Triangle AMA’s December Luncheon last week! David B Thomas from radian6 spoke about social media monitoring. He began with stating that social media is HUGE and it’s not going away. For those not as familiar with how huge social media really is, David quoted that there are 800 million people on Facebook and an average of 493 Tweets going out per second. He also added that when Michael Jackson passed away Twitter’s network had to be increased and when Steve Jobs passed away there were 10,000 tweets going out per second. Even for those of us in social media, hearing those stats is still amazing!
The competitive advantages of community that David pointed out are: personal attention, customer service, less $, more responsibility, & personal relationships. The 2 types of community that he outlined were Big C (the one you build) and little c (the one comprised of the people you talk to online). Communities are everywhere and David gave us some pointers for when we build our communities.
Build Your Community:
Listen: people are talking about you, whether you are there or not – they are sharing all aspects, good and bad. He gave a great example of Dell’s Command Center to explain how to manage effective listening.
Discover: “Customer Service is the new PR” – no press release will fix a customer service problem – do your market research.
Listening for intent: look for sales leads and people that are ready to purchase!
Measure: you can measure fans, followers, subscribers, and potential reach. Utilize it!
Engage: He described some success stories from Kinaxis, Relish Gourmet Burgers, & Blendtec. Relish Gourmet Burgers increased from 1 store to 8 stores in 1 year and Blendtec’s video blending an iPad got over 13 million views. Be real, admit your mistakes, be relevant, be patient, be active, and use what you have!
6 steps to get started:
1. Start listening
2. Find out where your customers are engaging
3. Learn what your competitors are doing
4. Get everyone together in the same room (when planning)
5. Develop a social media policy
6. Determine what works best for you